MINNEAPOLIS — The Marine Industry Certified Dealership Program (MICD) has unveiled a new online video promoting the recently restructured program, which makes it easier and more affordable for marine dealers to get certified, and so far buzz surrounding the changes has been overwhelmingly positive.
“I like the fact that you’ve made it a bit more affordable,” Jon Kukuk, owner of Nest Egg Marine in Marinette, Wis., says of the program. “This actually could end up making you money — on top of the fact that you’re going to be a better dealer and you should be making money anyway.”
The video highlights “the next generation” of the MICD Program, which emphasizes a lower cost of entry for dealers interested in becoming certified, as well as a structural tiered approach allowing certification at three different levels based on varying degrees of cost and commitment. In addition to making the program more accessible and affordable, the value of program participation has significantly increased, specifically in the areas of marketing, education and tangible benefits aligned with the various program tiers.
“Having the baby steps getting into the program and having that incentive is like, ‘OK; it’s not costing us anything to get started and get our foot in the door,’” says David deAndrade, general manager of White Lake Marine in White Lake, N.C.
Changes to the MICD Program were unveiled at the 2013 Marine Dealer Conference & Expo, held in Orlando this past November. The video provides a brief, easily digestible overview of the new program and what dealer reaction has been to the rollout thus far.
“Excitement and enthusiasm for the new MICD Program is palpable throughout the industry,” says Sonja Moseley, director of certification and benefits at the Marine Retailers Association of the Americas, which manages and markets the MICD Program on behalf of Grow Boating. “Dealers are not only receptive to the new three-tier approach, but many have demonstrated renewed interest in becoming — and staying — certified. Just four months after the new program was unveiled, we’ve already seen a 33 percent increase in participation.”
Watch the full MICD Program video online by visiting mraa.com/cert_testimonials.
About the Marine Industry Certified Dealership Program
Managed by the Marine Retailers Association of the Americas (MRAA), the Marine Industry Certified Dealership Program (MICD) is dedicated to improving the customer experience at the retail level. The first step in the certification process focuses on establishing a high level of customer satisfaction through communication, appearance and quality. The second tier of certification continues to enhance the customer experience by implementing processes for overall dealership functionality. At the program’s Five Star level, established organizational procedures are implemented to ensure smooth operations and happy customers. To learn more about the MICD Program, visit MRAA.com/certification.
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